Why Purpose Branding Needs to Start From the Inside
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When most companies rebrand, it’s essentially like adding a new coat of paint to a house. The structure looks better momentarily with a shiny new identity but nothing’s really changed. Avoiding a superficial makeover, especially when touting a purpose, requires rebuilding an organization and the corresponding customer experience from the inside out. This is exactly what is happening at BBVA Compass, a bank whose stated purpose is “to bring the age of opportunity to everyone.”
Leading that charge is Chief Marketing and Digital Sales Officer Jennifer Dominiquini. Jennifer and the other employees at the bank don’t just talk about “Banking on a Brighter Future,” they are living brightly, performing both random and deliberate “acts of brightness” on a regular basis. Jennifer, for example, just completed a 500-mile bike trip for a charity that was also a BBVA customer. It’s that kind of commitment that makes a purpose statement have genuine purpose. In the following Q&A, she talks about how purpose branding needs to start from the inside.
What is BBVA Compass’s purpose?
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